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Beyond the Call: How Proactive HR Service Drives Benefits Success

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Avin El-Amin profile photo
By Avin El-Amin
 on October 9, 2025
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Support and service delivery are an important part of your benefits administration strategy. Hereโ€™s how we help drive real results and satisfaction for our clients.

Great service doesnโ€™t happen by accident. Itโ€™s built on preparation, continuous learning, and a commitment to meeting employees with care at every step.  

When benefits questions come up, employees need more than a quick answerโ€”they need confidence that their issue is resolved the right way, the first time. Thatโ€™s why our service center focuses on proactive support and measurable outcomes. By combining thoughtful forecasting, ongoing advocate training, and seamless communication, we create experiences that not only solve problems but also strengthen trust in HR and the benefits program overall. 

So, what goes into building lasting, impactful service? Letโ€™s dive in to what that success looks like for our clients. 

3 non-negotiables for proactive support

Great service is proactive service. How do we set our clients and their members up for success? By making sure weโ€™re ready for whatโ€™s ahead.  

  1. Forecasting: No matter what industry youโ€™re in, benefits are cyclical. Our client services teams are constantly keeping a pulse on year-over-year call volume analytics to understand when we can expect to see peak activity. This ensures that we can make sure our call center is staffed appropriately and communicate early and often to our clients.ย ย 
  2. Training: Our live call center advocates are the front-line benefits expertsโ€”our clientsโ€™ employees depend on their deep knowledge to get reliable resolutions. Training never ends, from reviewing call transcripts to staying up to speed on the latest benefits changes.ย ย 
  3. Communications: Communicating early and often helps ensure everyone is ready for whatโ€™s ahead, be that a new benefits plan, extended call center hours, or even just timely reminders about what employees need to do and when. Weโ€™re able to help our clients deliver info across a variety of channels like email and mobile notifications.ย 

We think Lex, Lead Member Advocate, put it best on why good service matters so much to driving great outcomes: 

Measuring quality over quantity

โ€œHaving everything in one place is incredibly valuable. We can quickly scan dashboards for high-level insights or dive deeper into specific data and cases. For example, we can identify employees who were frustrated or calls that werenโ€™t fully resolvedโ€”helping us proactively address potential issues before they escalate.โ€ โ€“ Anette Vota, Director, Benefits and Compensation, Beacon Health 

Infusing AI into our call center helps us and our clients get actionable and predictive analytics from the start. With AI acting as the notetaker and call analyst behind the scenes, it frees up our live advocates to be fully present with each member and their question on the call, driving lasting resolutions and positive experiences. 

Hereโ€™s a look at how our service team helps drive better outcomes for our clients:  

  • Resolutions that stay resolved: 91% of all calls and chats with Sofia or into the service center are resolved on the first call/chat and 83% of all calls and chats stay resolved after 7 days.ย ย 
  • Kindness scores: For each call, AI evaluates the transcript and determines a score between 0 and 100 to rate how kind the live advocate was to the member. Weโ€™re pretty proud of our 88 Kindness score.ย 
  • Sentiment analysis: We also look at the overall sentiment of the call, assessing if anger or frustration from the member was present, how the overall sentiment of the call improved from start to end, and if the call overall was positive. Our call center sentiment averages a 91% positive or very positive sentiment score.ย 
  • Net promoter scores (NPS): I think weโ€™ve all been asked to fill one of these out after calling in for helpโ€”and itโ€™s a pretty important data point! NPS helps us measure how satisfied an employee was with their experience by asking them how likely they would be to recommend the advocate they spoke with to their friends or family. Overall, our members rate us a 4.2 out of 5. Thatโ€™s good service.ย 

Learn more about how these KPIs translate into real-world success in our 2025 Benefits Insights reportย 

Omnichannel support meets all employees where theyโ€™re at

Gen Z and Millennials are quickly gaining majority share of todayโ€™s workforceโ€”and these employees expect personalized, digital experiences.  

Having multiple support channels for employees to engage with makes it easier for them to get the resources they need, when they need them. This looks like: 

  • Sofia, our intelligent AI benefits assistantย 
  • Searchable document centers that function like your benefits Googleย ย 
  • Mobile apps that put your entire benefits resource in your hand (or back pocket)ย 
  • Mailed communications with QR codes and linksย 
  • Virtual and in-person Q&A sessions to get ahead of frequently asked questions and big changesย 

5 questions to ask at your next benefits RFPย 

When evaluating service center partners, the RFP process is your chance to dig deeper in to the real service you and your employees will experience day-to-day in your benefits administration technology. Beyond the standard โ€œwhatโ€™s your average hold time?โ€ here are five questions to help you determine how effectively a potential partner can drive positive outcomes and serve up insights for your organization: 

  1. How do you forecast call volume and prepare for seasonal spikes like open enrollment?ย  Why you should ask: Look for evidence of analytics-driven staffing, proactive client communications, and proven experience scaling without sacrificing quality.ย 
  2. What training do your advocates receiveโ€”and how often?ย 
    Why you should ask: Benefits change constantly, and employees rely on accurate answers. Ask how advocates stay up to date and how quality is reinforced after theyโ€™re on the phones.ย 
  3. How do you measure service quality beyond call length and handle time?ย 
    Why you should ask: True quality comes from resolution rates, kindness scores, and sentimentโ€”not just speed. Ensure your partner can deliver insights that go deeper than surface-level metrics.
  4. What technology supports the service center experience?ย 
    Why you should ask: From AI-powered notetaking and analytics to digital channels like chat and mobile apps, tech should free up live advocates to focus on what matters most: the employee.ย ย 
  5. How do you ensure employees can access support in the way they prefer?ย 
    Why you should ask: Every workforce is multigenerational, and omnichannel optionsโ€”from chatbots to mailed communicationsโ€”help meet employees where they are.ย 

By centering your RFP on these questions, youโ€™ll uncover not just how a partner answers the phone, but how they deliver the kind of proactive, high-quality service that drives employee satisfaction and relieves pressure on HR.